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From Likes to Riches: Tracking the rise of contentpreneurs

From Likes to Riches: Tracking the rise of contentpreneurs

As Gen Z content creators turn their influence into enterprise, work and income are getting redefined in India's digital economy.

From beauty to gaming, young creators now drive a new labour market across sectors, as publishers, marketers, performers, analysts, founders, and increasingly, employers.
From beauty to gaming, young creators now drive a new labour market across sectors, as publishers, marketers, performers, analysts, founders, and increasingly, employers.

"I used to shoot after 10 pm when my parents were asleep. It was work during the day, YouTube at night. My sleep schedule was ruined, but one video changed everything” - Meet 28-year-old Gaurang Patel, aka Matgonian, a Gen Z gamer with over 2 million followers. He quit his full-time job as a software engineer after his creator income surpassed his salary at the 700K-subscriber mark.